It's the attitude of Microsoft I was happy with the price point of digital being £10 cheaper then physical. I hoped the digital price would mirror the physical and drop when it does always keeping it the cheaper way to buy games. But with Microsoft bumping the price you can see this won't happen they just see digital as a way of maximising profit.

I guess retail muscled MS into backing down on digital pricing the only way to drive these down is to get actual competition into play. Amazon US sells PSN digital goods often for less than PSN we need this rolled out to both EMEA and for a similar arrangement for Amazon on XBL